The Puerto Rico Chamber of Commerce brought together more than 50 representatives from across the tourism industry this weekend at VIVO Beach Club in Isla Verde for the first strategic meeting of its Tourism Committee, themed "Tourism in Puerto Rico: Where We Are and Where We Are Going." Attendees included hoteliers, developers, tourism-experience operators, restaurant and entertainment businesses, educators, municipal representatives and other organizations tied to the visitor economy.
The committee, chaired by Mickey Espada, president-elect of the Chamber of Commerce, aims to create a permanent platform for the private sector to identify challenges, develop proposals, and coordinate with the Puerto Rico Tourism Company and Discover Puerto Rico. José Julio "Che" Aparicio, president of the Chamber of Commerce, said discussions could eventually lead to a memorandum of understanding among the Chamber, the Tourism Company and Discover Puerto Rico, aiming to combine capabilities and support ongoing work while creating new collaboration opportunities.
The meeting comes amid efforts to expand tourism’s economic impact beyond traditional visitor hubs. Discover Puerto Rico data showed 2025 visitors spent an average of about $233 per day, with 89% saying they intend to return and 92% saying they would recommend Puerto Rico.